Amazon is expanding its ultra-fast delivery service, Amazon Now, across the U.S. as the company ramps up competition in rapid commerce and on-demand retail.
The service is now live in Atlanta, Dallas-Fort Worth, Philadelphia and Seattle, with expansion underway in dozens more cities including Austin, Houston, Minneapolis, Orlando, Phoenix, Denver and Oklahoma City. Amazon said it plans to bring the service to tens of millions of customers by the end of 2026.
Amazon Now promises delivery in 30 minutes or less and is currently the fastest fulfillment option offered by the retailer.
The service first launched internationally in India and the United Arab Emirates earlier this year before Amazon piloted it in parts of Seattle and Philadelphia in December.
The platform offers thousands of products, including groceries, household essentials, personal care items, electronics and over-the-counter medicines. Available products include fresh produce, milk, eggs, cosmetics, pet supplies, diapers, paper goods and consumer electronics such as AirPods.
Customers in eligible areas can access the service through a dedicated “30-Minute Delivery” option on the Amazon app and website.
Prime members pay a discounted $3.99 delivery fee per order, while non-members pay $13.99. Orders under $15 incur an additional fee.
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Amazon said the service operates through a network of smaller fulfillment facilities located close to residential areas to support faster delivery times. In most markets, Amazon Now is available 24 hours a day.
The expansion forms part of a broader push by Amazon to accelerate fulfillment speeds across its business.
Over the past year, the company has rolled out one-hour and three-hour delivery windows in select U.S. markets, expanded same-day prescription delivery through Amazon Pharmacy and added two-hour grocery delivery from regional grocer Cub in the Minneapolis-St. Paul area.
Amazon said artificial intelligence also plays a growing role in the operation by helping determine which products should be stored closest to customers based on local demand and seasonal shopping trends.
“Amazon Now is for when you need or want the convenience of getting your Amazon order delivered in 30 minutes or less,” said Udit Madan, senior vice president of worldwide operations at Amazon.
“With thousands of items available for ultra-fast delivery, you can get everything from groceries for dinner, to AirPods before a flight, to household essentials like laundry detergent or toothpaste delivered right to your door.”
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